Cleverly designed to wear on repeat 

We use considered, optimized design to create pieces that can be worn different ways, for different activities, on repeat. We believe that better design solves problems—and these solutions gift you freedom and joy.

We believe the future is flexible. So is your Aday. Each piece is versatile, packable, super comfortable, machine washable and always has pockets. The fabrics we use are crafted with superpowers, often recycled and made in a way that is better for the planet.

While an average item of clothing is worn only 7 times before being thrown away, our aim is for you to become an outfit repeater: to wear and love each piece of your Aday over and over again.

Committed to a better future for people and planet

We are committed to making better choices every day to minimize our social and environmental impact, and to do our part in building a better future. We are constantly asking what our industry can do better. We strive to be trailblazers that respect the path we walk on. We recognize that our first responsibility is to make our process transparent and impact visible, so that we can make more responsible choices (and you can too).  

Our mission is to work towards a better future by closing the loop on our resource use, to take less from the planet and to keep materials in circulation. Our suppliers sign Commitments to People and Planet, ensuring their care for ethics, environment and the well-being of their workers.

We only choose suppliers that actively work on reducing the environmental impact of their processes, whether through energy-efficient or renewable energy manufacturing, reduced water consumption and reduced waste or waste recycling manufacturing. Our fabric mills are chosen for their appetite for innovation and sustainability.

Our goal is to continue discovering and developing fabrics that are long-lasting, super comfortable, and have the lowest impact on our planet. When sourcing fabrics, we focus on sustainable, and long-lasting fabrics such as recycled, regenerated, biodegradable and bio-based fibers, renewable fabric manufacturing, eco-friendly dyeing and finishing, and innovative performance properties.

We’re just getting started. We are excited to announce we have undergone B Corp certification to ensure we meet the highest standards of social, environmental and governance practices. Our first (2022) B Impact Assessment Score reached a 97. For us, B Corp certification is just the first step on our journey of lifting the standard of clothing for a better future. Read more here.

82% of our mills have water recycling and a purification process to clean and reuse water before disposing of it safely. This fabric mill in Como, Italy has their own biological water purification onsite, to clean the water before reusing it back into the production process. It creates the Technical Silk fabric used in our bestselling Something Borrowed Shirt.

A wardrobe for a more abundant life

We believe that to truly thrive, we must be more intentional in how we live and what we invest our time and energy in.

Made in Italy, our Back to Front Shirt Dress is designed to be worn 5 ways and perfect for wherever life takes you.

Through our lived experiences, we’ve learnt that surrounding ourselves with fewer, more sustainably and beautifully designed choices brings us more clarity and satisfaction. We've learnt to slow down and make considered decisions.

Some may call this focus “minimalist”, but we actually see the benefits as maximalist. Our mission is to create wardrobes that gift you time, energy and joy.

Committed to a better future for people and planet

We are committed to making better choices every day to minimize our social and environmental impact, and to do our part in building a better future. We are constantly asking what our industry can do better. We strive to be trailblazers that respect the path we walk on. We recognize that our first responsibility is to make our process transparent and impact visible, so that we can make more responsible choices (and you can too).  

Our mission is to work towards a better future by closing the loop on our resource use, to take less from the planet and to keep materials in circulation. Our suppliers sign Commitments to People and Planet, ensuring their care for ethics, environment and the well-being of their workers.

We only choose suppliers that actively work on reducing the environmental impact of their processes, whether through energy-efficient or renewable energy manufacturing, reduced water consumption and reduced waste or waste recycling manufacturing. Our fabric mills are chosen for their appetite for innovation and sustainability.

Our goal is to continue discovering and developing fabrics that are long-lasting, super comfortable, and have the lowest impact on our planet. When sourcing fabrics, we focus on sustainable, and long-lasting fabrics such as recycled, regenerated, biodegradable and bio-based fibers, renewable fabric manufacturing, eco-friendly dyeing and finishing, and innovative performance properties.

You can read more about our philosophy, our suppliers and our fabrics. This is just the start. There’s a lot more to do—we just applied to become a B Corp and we’re working on more material innovations and impact initiatives.

This fabric mill in Como, Italy has their own biological water purification onsite, to clean the water before reusing it back into the production process. It creates the Technical Silk fabric used in our bestselling Something Borrowed Shirt.

Impacting our community 

We’re a small team, with ~90% female and ~40% BIPOC members, as well as LGBTQ+ and disabled team representation. Committed to celebrating diversity and having the tough conversations, we actively seek to recruit diverse candidates and conduct re-learning sessions to review controversial topics. We respect and honor differences in gender, age, race, ethnicity, sexual orientation and political views.

Part of building a better future is also supporting our community. In addition to donating 1% of sales to customer-chosen organizations, below are some projects we have supported:

Campaign Zero: We donated €‌16.5k in support of their work to encourage policymakers to focus on solutions with the strongest evidence of effectiveness at reducing police violence.

Cool Effect: Through Cool Effect, we contribute to carbon-reducing projects around the world like the Native Alaskans Saving Lands Project and the For Peat’s Sake Project. We also offset all team travel, customer purchases + company emissions. In 2020, we donated €‌1,800.

• The Body: A Home for Love: For Women's History Month, we collaborated with the body: a home for love, a nonprofit organization that develops helps Black women heal from sexual trauma through joy and wellness. Together we raised upwards of €‌6,400.

Better Future Fund: We launched our micro-grant program, which promises ongoing mentorship, team resources + a total of €‌16.5k to support BIPOC visionaries who are building a better future.

Heart of Dinner: For Lunar New Year, we collaborated with Heart of Dinner, a non profit that combats food insecurity and isolation within NYC's elderly East Asian American community.

Read our Optimist Report for more about our commitments to building the future we want.

From the founders 

“We believe that style creates confidence, that style transcends and is more enduring than fashion and that style is a sustainable choice. We created ADAY to give you the boundless feeling of confidence and joy — when you’re writing your own rules and opportunities feel limitless. ADAY is designed to help you flex and make the most of every moment, big and small.”

- Meg + Nina